Online review types and their impact on perceived security and purchase intent on web store

Percipirana sigurnost web trgovine predmet je istraživanja ovog diplomskog rada. Određuje se potrošačeva percepcija sigurnosti i namjera kupnje na web trgovini s obzirom na različite vrste recenzija. Faktori koji su korišteni u diplomskom radu su anonimnost, balansiranost komentara, više kategorija ocjenjivanja te korištenje slika u recenzijama. Nastavno na prijašnja istraživanja kreira se hipotetski model. Svrha provedenog istraživanja je dobiti informacije o tome koja vrsta recenzija na web trgovini, potrošaču predstavlja najveću percipiranu sigurnost te vodi do najveće namjere kupnje. Shodno tome, postavljene hipoteze su nakon prikupljanja podataka analizirane i testirane putem ANOVE i linearne regresije. Rezultati pokazuju da nema statistički značajne razlike između različitih vrsta recenzija na percipiranu sigurnost ni namjeru kupnje na web trgovini, dok se potvrđuje postavljena hipoteza da što je veća percepcija sigurnost to je veća i namjera kupnje. Objašnjava se važnost korištenja i prisutnosti internetskih recenzija na web trgovinama. Isto tako, navedeni su savjeti menadžerima te ostalim korisnicima internet trgovina.Perceived security of the web store is the subject of research in this thesis. The consumer's perception of safety and purchase intention on the web store are determined with regard to different types of reviews. The factors used in the thesis are anonymity, balanced comments, multiple evaluation categories and the use of images in reviews. Based on previous research, a hypothetical model has been created. The purpose of the research is to obtain information about which type of reviews on the web store represent the greatest perceived security and lead to greatest purchase intention of the consumer. Consequently, after data collection, the set of hypotheses were analyzed and tested with ANOVA and linear regression. The results show that there is no statistically significant difference between different types of reviews on the perceived security or the intention to purchase on a web shop, while the hypothesis is confirmed that greater the perception of security is, the greater the purchase intention. The importance of the use and presence of online reviews on web stores is explained. Likewise, advice is given to managers and other users of online stores